Green Purchasing in College Students

Open Access
Author:
Gilbert, John L
Area of Honors:
Marketing
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
  • Jennifer Coupland , Thesis Supervisor
  • Jennifer Coupland , Honors Advisor
  • Johanna H Slot, Faculty Reader
Keywords:
  • marketing
  • sustainability
  • green purchasing
  • greenwashing
  • millennials
  • Patagonia
  • consumer behavior
Abstract:
This paper examines the green purchase drivers in college-aged millennials, as well as the factors that contribute to the attitude-behavior gap in green purchasing. In-person interviews were conducted with a dozen students at Penn State with varying degrees of involvement with sustainability and environmental issues. A segmentation model was built out of these interviews and four unique segments of the college-aged millennial population were identified. A case study was conducted on Patagonia as an application of the segmentation model.